Customer Retention through Points Programs and After-Sales Service

「As a result of these ongoing initiatives, the number of loyal customers during the consolidated fiscal year under review exceeded the target of 12,000 and continues to trend upward steadily.」

「However, the measures to cultivate loyal customers continued to gain traction, increasing the number of loyal customers. The launch of new products, including the electric facial cleansing brush “C'BON Wash Lift,” also contributed, with average spending per existing customer reaching 105.9% and sales to existing customers reaching 105.4%.」

「By having the head office engage directly with loyal customers, we are using their feedback to improve shortcomings and enhance our products and services, while creating an environment in which they can feel the benefits of remaining loyal customers. In addition, sales of “C’BON BEYOND THE CREAM,” launched as a fully made-to-order product in our highest price range, have progressed well. The average purchase value of continuing customers increased 8.1% year on year, while the number of continuing existing customers declined 2.6% year on year, and revenue from continuing customers increased 5.3% year on year.」

「Although the average purchase value for continuing customers was 105.3% of the level in the same period of the previous year, partly due to the effect of the product relaunches, this was not enough to increase revenue. Revenue from continuing customers was 100.0% of the level in the same period of the previous year.」

「As a result of numerous initiatives, including establishing a dedicated desk for loyal customers, expanding treatments and point-redemption products exclusive to loyal customers, and holding loyal-customer appreciation days at stores, the number of loyal customers has been trending upward since the beginning of the consolidated fiscal year.」

「Following the partial revision of the membership terms in October, we expanded services to improve the convenience of our Beauty-up Points, or BP, including expanding the products available for BP redemption and increasing the treatment menus that can be paid for with BP. We will continue expanding ways to use points and aim to provide services that further satisfy customers.」

「In response to the diversification of services and recent increases in raw material prices and other costs, we partially revised the membership terms in October, mainly increasing the number of points that can be used for after-sales services related to facial treatments. To improve convenience when customers use their points, the conversion rate for the White Stage was changed from 1 BP per ¥10,000 to 1 BP per ¥1,000. By lowering the monetary conversion unit and usage unit, we made the terms easier for customers to earn and use points. We also introduced optional care menus, such as décolleté care available for 3 BP, that can be added with fewer points.」

「The renovation created a salon that is comfortable for customers and included a dedicated customer route for loyal customers to further strengthen their advocacy, enabling customers to feel the value of our salons more strongly. We have also received favorable feedback from customers.」

「To maximize the appeal and value of being a loyal customer, we will newly establish a dedicated desk for loyal customers and work to turn them into even stronger advocates of the brand.」

「As a new initiative, we encourage customers who did not visit a salon after attending event promotions to add our official LINE account as a friend. By using LINE to share information on products and salons and beauty content, we deepen these relationships, increase interest in our company, and encourage salon visits. The number of registrations for the official LINE account is increasing steadily, and the click-through rate has risen to approximately 4 times the level at the start of content distribution as we have enriched the content.」

「To differentiate ourselves from other companies’ services, we collect evidence on beauty methods and have introduced a counseling system that enables customers to experience the benefits. By demonstrating the value of our products and services objectively, we seek to motivate customers to continue visiting our salons.」

「For existing customers, we conducted campaigns including a larger-size promotion for our signature cleansing cream, “Facialist Treatment Mase,” and a review-posting campaign under which customers could enter a prize draw to receive serums or coupons.」

「To address the “stay-at-home demand” created by calls to refrain from going out, we began distributing “At-Home Beauty” videos on C’BON’s official YouTube channel and launched free online counseling, “C’BON Online Beauty Advice”※2.」

「We implemented measures to maintain future salon customer contact in response to demand for remote services in a post-pandemic society, including the introduction of “C’BON Online Beauty Advice.”」

「From mid-May onward, we gradually resumed store operations and continued operating while taking measures to enable customers to visit with confidence, including maintaining space between beds and preparing contactless facial-care menus to prevent the spread of infection. The number of continuing customers in September was on a recovery trend at approximately 80% of the level in the same month of the previous year.」

「From mid-May onward, we gradually resumed store operations and continued operating while taking measures to enable customers to visit with confidence, including limiting the number of reservations and preparing contactless facial-care menus to prevent the spread of infection.」

「For existing customers, we renewed the official app to deepen engagement with customers, simplifying salon reservations and improving convenience by enabling customers to check their points balances and purchase information.」

「For existing customers, we renewed the official app to deepen engagement with customers, simplifying salon reservations and improving convenience by enabling customers to check their points balances and purchase information.」

「For existing customers, we renewed the official app to deepen engagement with customers, simplifying salon reservations and improving convenience by enabling customers to check their points balances and purchase information.」

「For existing customers, we established four membership tiers based on annual purchase amounts and focused on providing services that enhance customer satisfaction, including enriching the services offered at each tier. We also worked to improve the “quality of sales” by rigorously managing and analyzing customer information to provide more personalized customer service and proposals.」

「For existing customers, we are focusing on providing highly satisfying services by establishing 4 membership tiers based on annual purchase value and enhancing the services provided at each tier. We are also working to improve the quality of sales by rigorously managing and analyzing customer information to provide more personalized service and proposals.」

「For existing customers, we are focusing on providing highly satisfying services by establishing 4 membership tiers based on annual purchase value and differentiating and enhancing the services provided at each tier.」

「To make proposals suited to each customer, we will introduce a new skin analysis system and make the necessary internal preparations, thereby strengthening our counseling capabilities. We will also establish membership tiers, differentiate and enhance services according to each tier, and improve retention rates by raising customer satisfaction.」

「For existing customers, we worked to improve customer satisfaction through attentive service tailored to each customer segment and strengthened follow-up systems to encourage customers who had recently joined to continue using our services. From June, we also began selling women’s wigs at selected stores in the Tokyo metropolitan area, providing new added value and working to expand points of contact with customers.」

「For existing customers, we worked to improve customer satisfaction through attentive service tailored to each customer segment and strengthened follow-up systems to encourage customers who had recently joined to continue using our services. From June, we also began selling women’s wigs at selected stores in the Tokyo metropolitan area, providing new added value and working to expand points of contact with customers.」

「For existing customers, we worked to improve customer satisfaction through attentive service tailored to each customer segment. From June, we also began selling women’s wigs at selected stores, mainly in the Tokyo metropolitan area, providing new added value and working to expand points of contact with customers.」

「We will strengthen our customer base by developing attractive membership services through the expansion of our points program and improving the quality of customer service by using tablet devices and other tools for sales promotion during customer interactions.」